GambleAware investigates youth exposure to influencer gambling promotions

Key findings:

87% of surveyed young people reported seeing gambling content online.

GambleAware warns that early exposure can increase the risk of gambling harm later in life and is calling for stricter controls.

36% of boys aged 16–17 admitted gambling after encountering celebrity endorsements.

Research compiled by Social Finance and Sherbert Research for GambleAware highlights the extent to which young people are exposed to gambling-related content.

In a survey of 13–17-year-olds across Great Britain, 87% said they had come across gambling material online. At the same time, 79% believed stricter rules should govern gambling ads on social media, while 78% felt under-18s should not be exposed to such content at all.

The studies point to social media and celebrity influencers as the main sources of exposure. One respondent noted: “I have had so many YouTube ads it’s not even funny.”

A quarter of young people admitted feeling tempted to gamble after seeing celebrity promotions, and two-thirds agreed that these endorsements should not be permitted. Among boys aged 16–17, more than a third recalled actually gambling as a result of such promotions.

The research, conducted across England, Scotland, and Wales, underscores GambleAware’s ongoing push for tighter oversight of influencer and content marketing.

GambleAware CEO Zoe Osmond stated:
“It is unacceptable that children’s environments continue to be flooded with age-restricted content. Regular exposure to influencer-led gambling content normalises gambling among school-aged children, and we know that early exposure increases the risk of gambling harm later in life.”